The Development of Animation Advertising under the Background of New Media

The Development of Animation Advertising under the Background of New Media

Abstract: Animation advertising is a kind of advertising form that needs a high degree of integration of animation art and modern science and technology. In the new media era, technology is advancing by leaps and bounds, and carriers are emerging one after another, which provides a broad development space for animation advertisements. This article will elaborate from five aspects: animation symbols, advertising content, target audience, advertisers and animation advertising companies through examples.

Keywords:: new media animation advertising audience development

From the development history of animation advertisements, "the application of animation images in TV advertisements can be traced back to the United States in the 1920s and 1930s ... In the early advertisements in China, cartoons were often used to appeal ..." ① On the communication platform constructed by traditional media technology, animation advertisements developed slowly and the communication effect was not obvious. The golden age of animation advertising should have arrived long ago. The reason is that animation advertising is an advertising form that needs to be highly integrated with animation art and modern science and technology. Only with technology as the driving force can we truly enter the public's field of vision and be active in the advertising stage. In the new media era of 2 1 century, the rapid development of technology and the endless stream of carriers provide an open and interactive environment for animation advertising, and the two complement each other, so animation advertising has entered the fast lane of growth. So, what kind of development space has the new media brought to animation advertising?

The market value-added power of animation symbols has been further enhanced.

"If we regard the production stage (production and processing) as the marketing stage (packaging, media promotion, etc.). As the whole process of commodity formation, symbolic value will be generated in the packaging and publicity stage. " ② Communication is an effective means to create momentum for animation symbols. The value accumulation of animation symbols comes from the spread of animation symbols, and the depth and breadth of the spread determine the position of animation symbols in the market. The depth of communication is the degree of attraction and appeal of animation symbols to the audience, and the breadth refers to the popularity of animation symbols. Under the condition of new media blooming, all kinds of communication modes promote and complement each other in the competition, creating an all-round three-dimensional network for the communication of the same animation advertisement. The animated advertisements created by the new media Flash technology can be played on the Internet and TV at the same time, and the traditional TV animated advertisements can also be released on the new media through the Flash video format. They fully focus on the lifestyle of the target audience, so that they can easily get in touch with animation symbols under the situation of high-frequency contact, and ensure the exposure rate of animation advertisements. Moreover, new media generally have the function of "sharing". Reprinting through user links can create a wave of enthusiasm, attract the active attention of the audience, and make animation advertisements win the effect of viral communication. The long tail theory holds that many small markets have market energy comparable to the mainstream big market after gathering. An animation advertisement is repeatedly played in different media forms, which expands its recycling value as a disposable media product, forms a long tail product and effectively extends the income chain. In the era of "attention economy", consumers' time is a scarce resource. When animation symbols in animation advertisements are widely concerned as a hot topic, it will attract many advertisers to tap the market potential of animation symbols. They will continue to inject new cultural connotations into animation symbols, making the image of animation symbols fuller and more meaningful. Animation symbols have achieved scope economy and efficiency economy in the process of joint development of advertisers, and their intrinsic value has been greatly improved.

Pleasant Goat and Big Big Wolf is an effective cartoon in recent years, which has been popular all over the country since its launch. The cartoon image in the play is deeply rooted in people's hearts, and its derivative effect is immeasurable. When it has produced such a strong reputation in the animation market, it can establish close ties with some target audiences and stimulate the audience to produce "illusory" consumption expectations, so many advertisers take a fancy to it, hoping to get its image authorization in cooperation. Advertisers such as "Vida" paper towels and "Secret" milk drinks all take Pleasant Goat and Big Big Wolf as image spokespersons, and put these advertisements on traditional media and new media such as the Internet and mobile phones. Multimedia and multi-brand investment in the same animation symbol, although it is easy for the audience to distinguish them effectively, increases the contact rate between the animation image and the audience, improves the popularity, gains the recognition of its value from the market and the public, and jumps from ordinary animation symbols to hot stars.

The expressive force of animated advertisements is greatly enriched.

The low entry threshold of new media and relaxed regulatory environment have also created a number of animation stars. In recent years, animation stars like Mung Bean Frog and Zhang Xiaohe have emerged from the cradle of new media. They have their own stories, and their stories often lock in sensitive topics related to the psychology and social culture of new and new human beings, maintain a strong sense of fashion and highlight the characteristics of being close to the people. These well-known cartoon images can be seen everywhere in our lives. The new media culture bred in the free land criss-crossed by various forms of communication caters to users' pursuit of free expression in the post-modern context and is a resource for the sustainable development of animation advertisements.

New media has accelerated the application of digital technology in the field of animation, providing a solid technical guarantee for the creativity and execution of advertisements. The digital technology of new media has brought mankind into the post-modern image era. The media with their own strengths present the reality to the public in a colorful way with multimedia language. The reflection and transcendence of virtual images to reality makes the audience tightly surrounded by different media landscapes and immersed in the virtual reality constructed by media, which satisfies the pursuit of visual pleasure of contemporary human beings. Even if the traditional media is involved in the wave of digital technology, media convergence is still the general trend. In this era, technology has become a necessary factor in the creation of artistic works. Combining three-dimensional stunts into advertising production can often convey thought-provoking content to the audience with high-definition close-ups and grand narrative scenes, which is difficult to do in real shooting. As we all know, the public service advertisement "AIDS Domino" produced by International Advertising Co., Ltd. is an excellent example in this respect. It uses three-dimensional dominoes to fall down one by one to symbolize the spread of diseases between people. The new media technology makes the animation advertisement full of vitality, not only because it makes the reality more realistic and enables the audience to better perceive the communication demands, but also because it strategically integrates the product (or service) and its animation symbols into the communication process and changes "push" into "pull". Duchamp said, "In the artistic space of the video installation, the artist encourages the audience to take the initiative to participate, so as to finally complete the work." ③ The new media technology makes animation advertisements show their interactive features incisively and vividly, and effectively dispels users' resistance and defensive psychology to advertisements. Swedish Post Company pays more attention to the marketing communication power of new media. In order to promote the new service business, namely SMS delivery notice, the advertisement starts with a "lottery", which can be highly interactive with the audience. There are some unclaimed items on the shelf of the post office; Users need to browse the information on the item to understand it, and then click to select their favorite items, which can be used in fair competition with other users; Click OK to enter a video showing the item. The villain of the item has been lost, so I need your help to find the owner-the user himself. At this time, the user needs to input information such as name, address, reason for selecting the project and telephone number. If the user is lucky, he may receive a short message of "arrival notice" and really own the prize.

Can accurately cover the target audience.

Animation once fell into the misunderstanding of younger age in Chinese mainland. "Some advertising companies generally despise animation technology and think that animated images are only suitable for children's products and cannot effectively undertake the promotion of high-end products such as finance, automobiles and electrical appliances. Judging from the spread of animation in Chinese mainland, after the reform and opening up, the animation image has "flown into the homes of ordinary people" and gradually moved towards marketization, and the post-70s, post-80s and post-90s groups have grown up in such a cultural atmosphere and have a deep animation complex. According to statistics, "among the audience in the animation market, the post-80s and post-90s groups account for about 70%; The post-70 s group accounts for about 20%; Groups engaged in animation industry, occupation and animation enthusiasts account for about 10%. " ④ According to another survey, "The actual age of the cartoon crowd in China is between 6 and 60 years old, and the age of the core audience is 10-35 years old. "⑤ The post-70 s and post-80 s groups in this age group are the backbone of society, have the right to make consumption decisions, and are heavy consumers of various commodities. As a group of "network dependence" and "TV alienation", they are gradually moving away from traditional media and shifting more time and energy to new media. The rapid development of new media has brought about a gathering of popularity. China Internet Network Information Center's Statistical Report on China's Internet Development shows that as of June 20 10, there were 420 million netizens, 3638 10000 broadband users and 277 million mobile phone users in China. At the same time, the audience of new media is generally younger, and the post-70s netizens account for 8 1.9% of the total netizens in China. It can be seen that new media and animation culture have a great intersection among young people. The intersection part is the consumer group that advertisers are most concerned about, and naturally it is also the core audience that animation advertisements need to capture.